Be Mesmerizing.
It’s the cool factor, the “gee whiz” moment, the “if-they-forget-the-rest-they’ll-remember-this” element. It’s the sugar that makes the medicine go down. It could be a cool video location, charismatic character, or bit of CGI.
For example, in the below video, I was handed a branding concept behind the organization. All the execs had fallen in love with the term, but they floundered trying to explain it. We talked about using a video to explain it at the next fundraiser. So, we began shooting.
Then something became obvious. The video stunk. It was boring. Sure, we had a lot of people explaining the concept, the “secret sauce” recipe, but it wasn’t watchable to absorb the message. In short, there was no “gee whiz.”
After lots of ideation, we considered animating the video or using an artist. Then we settled on combining those two with a graphic meeting note-taker to illustrate the points and shoot him as he did his magic. The end result was magic, and it was a big hit at the fundraiser. Watch below.